It will likely double the company's sales, however.
The Lamborghini Urus took many by surprise when it was first revealed as a concept. For some, the idea of the supercar manufacturer cashing in on the crossover craze and adding an SUV to its line-up was borderline blasphemous – even though it isn’t the first time we’ve seen a legitimate Lamborghini off-roader. It’s no secret that Lamborghini expects the Urus to double the brand’s sales, but in an interview with Car Advice it insists that the SUV isn’t crucial to the company’s long-term survival.
When asked if the Urus will influence the future fate of the manufacturer, Lamborghini’s CEO Stefano Domenicali simply replied "no, not at all." He adds that Lamborghini will offer a similar level of exclusivity for the Urus as it does for its supercars to offer something different to its competitors. "I believe that Urus is a complementary segment in which I do believe is a natural extension on our dimension, and how our brand is regarded today. If you think super sports car, [it’s] young, cool, exclusive… but SUV is the biggest segment in the world, you can use it extensively… [it’s for] people that want to have [something] different to other SUVs, that’s why it’s a natural position for our brand, different to the others."
Of course, while the Urus may not be necessary, it will no doubt stabilize the brand’s profits since this will be the first time a third car has been added to a Lamborghini line-up as the Urus will be joining the current Huracan and Aventador. “This will help us to grow in this direction, this will help us to close the possible holes in the different life cycles of the two models. This will close that and give stability to the business,” Domenicali said. The Urus will come packed with a 4.0-liter biturbo V8, with a plug-in hybrid model expected to follow later down the line. An all-electric model is also being considered.
The production model will be revealed later this year, with sales expected to start in start in March 2018. Lamborghini is positioning the Urus as a premium SUV – so premium, in fact, that it could cost as much as a $237,000 Huracan.